selling
Selling: Best Story Wins
Belated Multifamily Monday blog post – better late than ‘skip it until next week…’
We all know that guy/gal that just has the innate knack for storytelling. They are artisans of the highest order. They can suck you in, keep you wanting, needing and desiring for every next word, sentence and punch line. They can make friends with anyone, anywhere and at any time. They are never at a loss for words, wit or prose. They sell you with body language, eye contact, superior listening skills and are always providing inspiration and motivation to act.
The best story I ever heard dates back to the seventh grade. I was selected to play basketball for a local AAU team that summer. And, the story was told while we were headed (by car) to a nearby town for a scrimmage. It was roughly an hour and a half away from our home town and there were six of us packed into one of those old style Lincoln Continentals. The boat car as my basketball buddies and I referred to it.
Our coach (the driver) was a middle-aged avuncular gentleman. Youthful for his age but very wise beyond his years. And, wow – could he tell a story.
The Tale of Furr’s Cafeteria
Furr’s is/was one of those all you can eat restaurants with the best of the best food on the planet. Or, at least I thought so in my tender years. It was here that our coach’s story started [I will tell the abbreviated version].
He and his wife were eating dinner there one night. Nothing out of the ordinary, just a nice dinner and some good conversation. That is until our coach noticed this lady staring at he and his wife. It was one of those awkward I think I know you kind of stares. This locking of eyes, uncomfortable stare and look away went out over the course of the next half hour as they enjoyed their meal.
Near the end of the meal our coach looks up and the lady is gone. But, after a quick scan a waiving hand catches his eye. It was the suspicious lady standing up at the check out counter. She was just waiving away as to suggest she was happy to see coach and his wife. And, she would look forward to seeing them in the near future. He locked eyes with her and out of instinct gave her a wave and smile. After a bit of – what a weirdo – who was that – conversation, coach and his wife get up and make their way to pay. Little did they know, they were in for a big surprise.
The waitress announces the total. It was two times the amount that he expected to hear. You can likely guess what happened. Creepy lady duped the waitress and pinned her meal on my unsuspecting coach. He was furious to say the least but paid the bill despite his better judgement.
Fuming – he walked out – telling his wife to wait at the curb while he went to get the car. As he pulled around to pick her up, he caught a glimpse of his wife engaged with creepy lady in what looked like a very heated argument. Wanting to put the night behind him, he pulls up to the curb and opens the door. He urges his wife to get in the car and she turns to do so. As she does, creepy lady grabs her trying to pull her to the ground. His wife responds by stiff arming her and manages to get into the car. But not before creepy grabs her leg and starts pulling. Coach is on the gas pulling away and the lady just keep pulling his wife’s leg. ……..just like I am pulling yours.
Pulling Your Leg
Just like that – one hour and thirty minutes after we left our home town. Just as we were pulling in to the parking lot of our opponent’s gym. Just like that – he ended the story by letting us in on the fact that he made the whole thing up.
To this day – I will never forget the dumbfounded look on all of our faces having just spent 90 minutes of our youthful lives leaning forward, crouching farther and farther to the driver’s side of the boat car. Hanging on every word that came out of coach’s mouth. Dumbfounded gave way to loud laughs, aching bellies and wounded egos. It was amazingly over the top and hilarious at the same time.
Apartment Storytelling
What is selling apartments but storytelling? Are your apartment stories worthy of relationship? Are your stories worthy of trust? Are your stories compelling enough to touch the triggers that move people to lease an apartment from you? Are they worth of being retold to friends and family? Are they worthy of rating and review? Do they peak interest and give cause for more question and more action?
Your – always appreciating the art of a good storyteller – multifamily manic,
M
Selling Apartments: The Six Must Haves
Selling
Selling apartments is an art and it is not for everyone. If you think about it, most sales people hear no, we will get back to you, we were just checking the price, we are not ready to commit, we – we – we – we…
The fail rate in selling is off the charts so it takes someone with a thick skin and a constant willing to go after it which brings me to a quick story before we list the six must haves. One of my real estate mentors told me that early in his selling career, he would go door to door trying to get people to buy his service. He would knock, give the pitch, communicate the features and benefits and wait for the answer. And, if the answer was no – he walked the end of the driveway – jumped in the air and when he landed – he would give a simultaneous fist pump and ‘yes’ shout.
Yes – he was excited that his attempt at selling failed in a sense. When I asked him for the punch line – he looked at me steely eyed and said, “Mike, for every no I heard, I knew I was that much closer to a yes.” I am certain that at the tender age of 23 – I exerted one of the smarty pants – really!? remarks. But, he was dead serious. And, I know that it worked for him as he was the hands down, award laden, captain master of the real estate sales world. At least in our small town. When I think of the six must haves I can’t help but to think Bob was the master of all them.
Solution
Start with the end in mind. You are selling a solution to a problem that someone has when they email, tweet, comment in the way of, text, call you on the phone or walk in your front door. Discern their interest and desires and marry up your best solution.
Success
You must ooze success. Get your attitude right. Get the behavior right that back up that attitude. Dress the part. Talk the part. And, guess what you will experience success. Reason: people feel you as much as they hear you. Even the most analytical amongst us. They feel the frauds and they move on. Be the real deal, be the difference and people will buy you all day long.
Experience
Selling apartments should be an experience that gets talked about. From curb to commode you are an artist actor playing out a part in an award-winning real-time documentary. Your apartment selling is the feature of the film. Everything from curb to commode is the stage where you play out the acts of your selling. Make it a compelling one.
Dream Come True
Be the dream come true for the audience you are acting (Read: Real Deal) out for. When the time comes for the credits to role – expect a standing ovation for the fine work you have just demonstrated. Bask in the fact that you have just given the performance of a life time and the audience has no choice but to shower you with a – yes – yes – yes and one more yes for good measure.
Love
Love is what you are after. Love is what you get when you are part of the solutions for other people. I am not suggesting that love should be tied to task – but, it should be tied to a genuine need to help others without expecting anything in return. If you do what you do because you love it that screams loud and clear in your being and your actions. And, it makes others want to love you back through their actions. In this case – signing leases and moving in.
Dramatic Difference
One could posit that apartments are a commodity and selling them is just a ho-hum part of the routine. And, that might be right. But, not for you. In the end, you are the dramatic difference. You are the one that brings compelling to the table. You are the one that ‘brings the thunder’ as they say. You are the difference that makes a difference when it comes time for someone to say – yes.
My charge to you today – Go for the oscar every time you get a lead…
Your, promoting the six this week, multifamily manic
M
